- Paperback: 96 pages
- Publisher: Hodder Arnold; illustrated edition edition (28 Mar 2003)
- Language English
- ISBN-10: 034085765X
- ISBN-13: 978-0340857656
- Product Dimensions: 19.4 x 13 x 1.2 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,615,593 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
This book will appeal to marketers of all levels hoping to improve both their skills and knowledge base in direct marketing. Direct marketing describes the process where information about an individual's responses and transactions are recorded and this data is used to target, implement and control marketing activity. It is the focus on the individual level that distinguishes direct marketing from traditional marketing methods. This strategic sector of marketing has grown by over 20% since 1998 and is set to continue growing over the next 5 years. It is an area that marketing professionals are increasingly being asked to focus on and specifically skilled direct marketers are increasingly in demand.
About the Author
Dee Twomey is Managing Director of Marketing Zone, and has over 15 years practical experience in both consumer and business-to-business marketing and direct marketing. Dee has several marketing qualifications, a track record of achieving commercial success and is also a mentor to young business people with the Prince's Trust.
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Most Helpful Customer Reviews
5.0 out of 5 stars
"A Very Smart book on Direct Marketing",
By Matloub Husayn-Ali-Khan "Matloub" (South Yorkshire, Sheffield, UK) - See all my reviews
This review is from: Direct Marketing in a Week (Paperback)
This is an excellent book on Direct Marketing by Dee Twomey that is so easy to read and digest. As the title suggests "Direct Marketing in a Week" is used as a device that sets out the contents page in the book via 7 days of the week, starting with Sunday: (Customers, Competitors and Capability); Monday: (Planning your Strategy and Setting Objectives); Tuesday: (Finding and Keeping the right Customers); Wednesday: (Building and using your marketing database); Thursday: (selecting the right media); Friday: ( creating and executing campaigns); Saturday: (Measurement and management of success).The book asks and answers the key questions early on what is direct marketing? The usual answers tend to suggest: 'It's the same thing as database marketing or 'it's the ordinary marketing only it's direct to the customer whether by post over the phone or on the net' etc. The book suggests that these foregoing statements contain some truths, but they are misleading because they don't tell the whole truth. In a nutshell, the books sum up direct marketing as 'compared to traditional is that it uses information about customers and prospects at an individual level'. The Author touches on the other direct marketing key questions of customer and what they are worth and by reflecting on the Pareto rule of 20:80 analysis in business that states: 80 percent of sales are generated by 20 per cent of your customers. Also, the references to SWOT analysis: Strengths, Weaknesses, Opportunities and Threats and use of setting of SMART objectives: Specific, Measurable, Accurate and aspirational, Realistic, Time-bound. Overall, I found the section on market segmentation and database and the use of the Three R's (stages) very useful to measure direct marketing with Recording, Reviewing and Refining the results in a continuous circle of improvement. A must buy book in understanding direct marketing in very easy and understandable steps.
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